#109: Build trust before sharing product benefits. Here’s why.

No. 109: Hey all,

On the homepage, potential buyers are in learning mode.

They’re discovering what you offer and why it’s valuable to them.

But for health brands, the stakes are higher.

Customers need to trust you before they buy.

With endless wellness brands touting “benefits,” be the one that shows results.

Here’s how to build trust early and stand out in a saturated market.

In this issue:

• This week’s win: How to build trust on your homepage before sharing benefits.

• In the news: Bolt CEO says shopper identity will redefine retail.

• Quick tips: How to avoid over-optimizing your site.

WIN OF THE WEEK

Health brands: build trust with reviews before product benefits on the homepage.

Nothing sells better than a happy customer.

But most design best practices will have you sharing brand or product benefits first thing.

After all, don’t new customers need to know what’s in it for them?

Yes – but not right away.

For health & wellness products, social proof is the #1 way to build trust.

Third-party testimonials, accreditations, and customer reviews are everything.

Here’s why social proof over benefits works.

When we moved social proof before benefits on the homepage, we saw a 13.7% boost in conversions for a health brand.

Harsh truth: wellness brands have a bad reputation. Many consumers have fallen prey to a “claim” that turned out to be false.

If most people don't believe the benefits stated on wellness sites anymore, what gives?

Social proof gets their attention.

Buyers have to believe your stated benefits to take the risk on your product.

Make the benefits REAL with proof.

⭐ Takeaway: For health brands, increase trust in your products with social proof before benefits on the homepage.

🕙 WHAT’S BREWING

The 3 changes that led to a 43% conversion bump for footwear brand Mephisto.

📣 IN CASE YOU MISSED IT

Want to sell more bundles? Change your product image. 

One of our brands lifted conversion rates 50% while 2x paid traffic.

Sentimental copy outperforms facts for a luxury brand.

Stop blindly optimizing your site. Here’s why.

🎯 NEWS

Bolt CEO says shopper identity will redefine retail.

👀 LAST WEEK’S LETTER

Make your sale items look like a steal. Here’s how.

💡 TWEET OF THE WEEK

👊 STOUT SUCCESS

Want this for your store, too?

Book a strategy call with me.

That's all for today.

If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.

And if you have any comments/questions, I'd love to hear them.

Until next time.

— Allen

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